When to Say No to a Sale

About ten years ago, a local PR agency decided to subcontract some overload copywriting projects. She asked me if I wanted to try out wrking together. The first assignment she gave me was for a manufacturer of luggage–sounds innocuous enough, right? This was a local company, and I knew that they had a number of DOD contracts to make cases for weapons.

Well, when she sent me their sell sheets, they were so jingoistic and pro-war that they made me sick to even look at them.

I knew the PR agent was overwhelmed and didn’t want to mess her up (especially on the first project)–but after an hour of thinking about it, I realized there was no way I could work on this account–it was too at odds with my values.

So I very apologetically called the PR agency and told her I’d be glad to help her out, but not on this account, and sorry to strand her.

She immediately gave me a different account. I’ve never been sorry I turned that first one down.

OTOH, about a decade earlier, I did some work for Smith & Wesson involving sales materials for their police training program. The material was not rah rah, shooting is good–but emphasized the need for cops to be well-trained before being unleashed on the streets with lethal weapons. I decided that well-trained cops was an agenda I could support, at least to the point of doing this assignment.

In Principled Profit: Marketing That Puts People First, I go on at some length about when to say no to a sale. Discomfort with the politics of the client is a legitimate reason. At the same time, you don’t want to suddenly walk away from a big chunk of your income.

And this works two ways. Although I disagree with the position of making gay marriage illegal, I respect the right of a right-wing fundamentalist to say no to an account promoting gay marriage, for instance. It’s not congruent with their values. (Something I blogged about this idea a year ago, in fact.) I hope we and other activists can eventually change those values–a very hard thing to do and a whole other discussion.

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A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com